By Ellie-Rose Davies, Content Executive at IMRG

SMS marketing has become a popular channel for retailers, offering a direct and effective way to connect with customers. With a growing preference for SMS updates, this blog helps retailers to refine their SMS strategies. Industry experts have provided their advice on these topics:

• Growing SMS opt-ins at the point of purchase (online and in-store)
• Integrating SMS sign-ups in loyalty schemes
• Examples of good SMS content
• Using SMS for post-purchase engagement

Read on to discover actionable tips and insights.

Growing SMS opt-ins at the point of purchase (online and in-store)

Retailers can boost SMS opt-in rates by promoting it at the point of purchase, whether thats online or in-store. Burc Tanir, CEO at Prisync says, A simple opt-in prompt at purchase, paired with a clear incentive, followed by personalised post-purchase messages, encourages customers to join your SMS list. The objective is to make the opt-in feel like a natural part of their shopping journey. Heres how retailers make it a natural part of the online journey:

• Make it visible and outline benefits: Retailers can position the SMS opt-in checkbox prominently on the checkout page, ensuring it is clearly labelled so customers understand what they are subscribing to. Wording such as Sign up for SMS updates to receive exclusive discounts and order notifications can be effective.
• Consider placement: Retailers can test the placement of the opt-in box, where they may put it near the order confirmation details, the pay now button, or even on the payment confirmation page to entice loyalty.
• Provide opt-in confirmation: Once a customer opts in, retailers may wish to send a confirmation SMS thanking them for subscribing and outlining the benefits they will receive. At this point, they may even wish to provide a thank you gift.

For brick-and-mortar stores, integrating SMS opt-ins into the in-store purchase process requires a slightly different approach:

• At the tills: Retailers can train staff to ask customers if they would like to receive SMS updates during the checkout process. This can be as simple as, Would you like to sign up for our SMS updates to get the latest offers and notifications? They can ensure staff are well-versed in the benefits to effectively communicate them.
• Digital and physical promotion: Retailers can optimise in-store signage near checkout areas that promotes SMS sign-up. For instance, a poster or digital screen could display a QR code that customers can scan to easily sign up for SMS updates. They can also include this as customers sign into their loyalty accounts on digital screens.
• Receipt communication: Include a QR code or short URL on printed or digital receipts encouraging customers to opt in for SMS updates. For example, Text JOIN to 12345 to receive exclusive deals and updates!

Integrating SMS sign-ups in loyalty schemes